论中国体育文化产业发展的时代优势及其发展策略

Research on Time Advantages and Tactics for Development of Chinese Sports Culture Industry

体育文化是一种软实力。当它与科技加工手段和商业营销理念揉合在一起的时候就会爆发出巨大的经济效益,成为一种硬实力。因此,通过文献资料法、逻辑分析法对我国当前形势下尚未成熟的体育文化产业进行理论上的分析和探讨。认为:1)由体育文化到体育文化产业的逻辑推理是成立的;2)体育文化产业发展的时代优势包括:我国文化产业取得飞快发展、我国具有丰富的体育文化资源、人们体育消费环境得到改善、体育消费观念发生积极性转变、体育基础产业已经形成规模;3)发展策略包括:转变观念,正视体育文化产业的实际价值和地位、积极保护我国民族传统体育文化资源、优化体育消费结构、找准产业开发的切入点、积极培植中国特色的体育文化品牌。

Sports culture is one kind of soft strength. When it blends with science and technology and commercial marketing ideas,it might produce great economic benefit and become a hard strength. So, by means of literature review and logic analysis, the authors have carried theoretic analysis and discussion on the sports culture which is still green under current situation in China. It is believed that： 1） the logic reasoning from sports culture to sports culture industry should be sound; 2） the time advantages of the development of sports culture industry include： the rapid progress achieved by the culture industry in China, the rich sports culture resource possessed, the improved sports consumption environment, the positive change in sports consumption concept amd the size of the basic sports industry scale; 3）the developing tactics include： to change traditional concepts and accept and recognize the practical value and status of sports culture indus- try; to protect the national sports culture resources actively; to optimize sports consumption structure; to locate the exact breaking points for industry development and to cultivate the sports culture brands with Chinese features.